As customer search behaviour rapidly shifts towards AI‑generated and LLM‑powered environments, this role exists to ensure Tesco Mobile is accurately, positively, and credibly represented across these platforms, today and in the future.
Sitting within the Comms Chapter, the Digital PR Expert co‑owns and drives Tesco Mobile’s enterprise‑wide AI visibility, authority, and discoverability across emerging AI search and LLM ecosystems. The role is accountable for translating authority signals into measurable commercial impact, including brand consideration, traffic, and engagement.
Acting as a trusted specialist, the role provides expert counsel on best practice, opportunities, and reputational risk, while leading the PR‑driven execution of LLM activity. This includes press office strategy, media relations, owned channels, and social platforms, building authority, correcting misrepresentation, and strengthening reputation across the sources most relied upon by AI models.
This is a highly specialist PR role, combining strong editorial judgement with deep curiosity about evolving AI‑driven search behaviour. It plays a critical role in helping Tesco Mobile stay ahead of reputational risk while building trust, authority, and consideration in an increasingly AI‑shaped search landscape.
What is in it for youWe’re all about the little helps. That’s why we make sure our Tesco colleague benefits package takes care of you – both in and out of work. Click Here to find out more!
- Annual bonus scheme of up to 20% of base salary
- Holiday starting at 25 days plus a personal day (plus Bank holidays)
- Private medical insurance
- 26 weeks maternity and adoption leave (12 months service required at the qualifying date) at full pay, followed by 13 weeks of Statutory Maternity Pay or Statutory Adoption Pay, we also offer 6 weeks fully paid paternity leave
- Free 24/7 virtual GP service, Employee Assistance Programme (EAP) for you and your family, free access to a range of experts to support your mental wellbeing
The above information is a shortened summary, refer to our policies for full details
You will be responsible forIncreasing Tesco Mobile’s visibility and accuracy across AI search environments.
Co‑owning the LLM optimisation roadmap and define clear KPIs linked to commercial impact.
Managing brand presence across key LLM‑influencing sources (e.g. Wikipedia, Reddit).
Identifying and correcting inaccuracies or misrepresentation in AI outputs.
Partnering with Digital to align and optimise owned content for LLM visibility.
Embedding LLM priorities across the wider business and act as a senior advisor on emerging risks and opportunities.
Ensuring propositions are accurately reflected across comparison and third‑party platforms.
Monitoring AI search trends and evolving consumer behaviour.
Turning insight into clear actions to inform planning and reputation management.
Supporting PR activity during peak periods, ensuring consistency and quality.
Providing press office cover with strong judgement.
Ensuring all activity aligns with LLM visibility and comms strategy.
You will need- 8 years plus strong background in PR, communications or media relations, ideally in a large or complex organisation.
- Technical Understanding: Solid understanding of how LLMs crawl, interpret, and use third-party coverage for synthesis (e.g., embeddings, entity recognition, semantic search).
- Press office expertise with the ability to identify reputational risk and act calmly and proactively.
- Experience shaping content for owned, earned and social channels, with a digital first mindset.
- Strong stakeholder management skills and confidence working across PR, social, digital and commercial teams.
- Relationship Management: Proven track record of building relationships with key journalists, editors, and niche influencers.
- Strategic thinker with hands on delivery capability.
Desirable
- Experience working on digital PR or reputation building campaigns.
- Familiarity with AI generated search, LLMs or evolving search behaviour (or strong curiosity and ability to learn quickly).
A 50-50 joint venture between Tesco and VMO2 that was established back in 2003, Tesco Mobile has gone from strength to strength as we’ve launched into new services and markets. With more than 5 million customers, we’re the largest mobile virtual network operator in the UK. We’re proud to have an inclusive culture that’s uniquely Tesco Mobile, with a strong sense of community, plus all the benefits of working for one of the shareholders.
We care for human connection and we keep our customers at the heart of everything we do, which is why we’ve embraced the Agile way of working. Agile is more than just a methodology – it’s a liberating journey that puts customers and purpose first. It empowers us to self-organise, collaborate, co-create and rapidly inspect and adapt everything we do – allowing us to respond at pace to our customers’ needs. It encourages variety of thought and enables us to thrive, both individually and collectively.
We are proud to have an inclusive culture at Tesco where everyone truly feels able to be themselves. At Tesco, we not only celebrate diversity, but recognise the value and opportunity it brings. We're committed to creating a workplace where differences are valued, and make sure that all colleagues are given the same opportunities. We’re proud to have been accredited Disability Confident Leader and we’re committed to providing a fully inclusive and accessible recruitment process. For further information on the accessibility support we can offer, please click here.
We’re a big business and we can offer a range of diverse full-time & part-time working patterns across our many business areas, which means that we can find something that works for you. We work in a more blended pattern - combining office and remote working. Our offices will continue to be where we connect, collaborate and innovate. If you are applying internally, please speak to the Hiring Manager about how this can work for you - Everyone is welcome at Tesco.